BRAND MEASUREMENT AND SCALING METHODOLOGIES
Special Issue Call – Journal of Product & Brand Management

GUEST EDITORS

Joe F. Hair, Jr., Mitchell College of Business, University of South Alabama, USA, Email: joefhair@gmail.com

Marko Sarstedt, Faculty of Economics and Management, Otto-von-Guericke-University, Magdeburg, Germany, marko.sarstedt@ovgu.de

Vicky Crittenden, Babson College, Boston, USA, Email: vcrittenden@babson.edu

Claudia Binz Astrachan, Lucerne University of Applied Sciences and Arts, Switzerland, Email: Claudia.astrachan@hslu.ch

Carlos Eduardo Cae Lourenco, School of Business Administration, Sao Paulo Fundação Getulio Vargas (FGV), Brazil, Email: caerib@gmail.com

OVERVIEW

In recent years, the customer role has grown from being primarily a recipient of brand messaging to being interactive and influential storytellers (Singh & Sonnenburg, 2012) connected to a growing global audience (Kuksov, Shachar & Wang, 2013). At the same time, the concept of digital brand ambassadors (e.g., ‘celebrities’, ‘personalities’ or ‘influencers’ on platforms such as Facebook, Instagram, Snapchat or YouTube) has emerged, and organizations need to better understand and develop meaningful relationships with customers. As a result, marketing communication and brand management in the age of the digital era is no longer a one-way street.

Many organizations are only beginning to understand the impact the digital ecosystem and its constituencies have on products and brands. Customer-based surveys have traditionally played a central role in understanding how brands are performing in the marketplace, and they will continue to do so in the future. But researchers need to increasingly focus on metrics and analysis methods associated the emerging digital ecosystem.

The rise of digital platforms in marketing and business offers consumers vast opportunities for interacting and connecting with organizations, products and brands. While these concepts have attracted some interest among both scholars and practitioners, research thus far with few exceptions (Hollebeek et al., 2014) remains largely conceptual and exploratory. The objective of this special issue is to extend our knowledge of measurement for these emerging digital platform issues, concepts and methodologies.

Possible topics for this special issue include, but are not limited to:

• Measuring and Assessing Product and Brand Related Issues
• Alternative research designs and emerging analysis methods using digital data.
• Comparisons of different approaches to scale development: Confirmatory Factor Analysis (CFA) with Confirmatory Composite Analysis (CCA)
• Methodological issues associated with using structural equation modeling to analyze digital (secondary) data related to branding
• Measuring brand concepts and issues in the era of the sharing economy
• Metrics to assess ethical issues and norms related to emerging brand issues and concepts
• New methodologies for developing branding scales and metrics – moving beyond survey approaches to digital measures
• Measuring locality and heritage in the age of digital media (e.g., family business branding, heritage branding, country branding).
• Segmentation methods for identifying social influencers and their impact on brand strategies.
• Measuring online brand content effectiveness – e.g., use of video on social network sites.
• Metrics and measurement of user-generated brand related communications.

SUBMISSION INFORMATION

Deadline for submissions: October 31st, 2018

Submissions should follow the manuscript guidelines of JPBM. All papers need to be submitted online to the Special Issue on “Brand Measurement and Scaling MethodologieS” through the ScholarOne System: http://mc.manuscriptcentral.com/jpbm

For informal enquiries, please contact the guest editors.

 

 

 

 

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